Kombucha Craze: Why People Are Loving “the acquired taste” of Kombucha, And What That Means For Healthy Food Marketing

It’s no surprise that as awareness of Kombucha tea’s allegedly incredible health benefits rise, so do sales. By 2020, the Kombucha market is estimated to be worth 1.8 BILLION dollars. 

Healthy consumers can’t get enough of the probiotic tea that consists of bacteria, yeast and mold, despite the fact that even when it’s flavored, it’s an acquired taste to say the least.

 However, the tea claims to aid digestion and gut health, immune support, reduce joint pain, cleanse and detoxify the body, and some even say it could possibly prevent cancer.  That’s some serious business for one bottle of tea, which is why consumers are willing to learn to love it. This says a lot about the health-conscious consumer. 

The quick adoption of Kombucha may be an indication that taste and appetite appeal is not the only selling point when it comes to healthy food or healthy food marketing.

With sales booming, it is going to take something special for a Kombucha brand to stand out among the masses – especially when health, not taste, is the priority.

Brands like Health-Ade are doing a great job with their healthy food marketing. Their packaging looks authentic and earthy (it almost looks like it came from an old pharmacy), reinforcing the idea that the drink has some medicinal qualities.

They have tons of flavors, ranging from Cayenne Pepper to Pink Lady Apple, so that you can make this always tangy drink spicy or sweet depending on preference. The branding on the bottles is fun and distinctive, helping it to stand out from the pack - crucial in this crowded market place. And the name “Health-ade” doesn’t hurt.

It helps drives home the reason people are buying this product in the first place – the perceived health benefits.

Another one of my favorite brands (and one of the first Kombucha’s I ever tried) is GT’s Kombucha. This is what the founder GT Dave says about the benefits of Kombucha, “You feel on top of the world. Healthier. Happier. Stronger. It is living food for a living body.” And he should know. His mom credits Kombucha for helping her feel great through her tough recovery from breast cancer.

His mission for the brand, “To combine the wisdom of ancient medicinal foods with the resources of the modern day to create products that uplift and enlighten the health of all those who enjoy them.” is very compelling and resonates deeply with the health-conscious consumer.

Drinks like Coconut and Vitamin Water were once in the position Kombucha is in now, but they had the advantage of having perceived health benefits AND delicious taste (making it easy healthy food marketing).

The Kombucha trend is a sign of the changing tide.

Consumers appear to be willing to let a taste grow on them if they deem the health benefits worth it.

Will health prevail over taste? Stay tuned.